Overview
Trupanion is a leader in medical insurance for cats and dogs throughout the United States, Canada, and Australia with over 900,000 pets enrolled. For over two decades, Trupanion has given pet parents peace of mind so they can focus on their pet’s recovery, not financial stress.
The company’s employee base has expanded globally since 2020, and so have its candidates’ needs. By leveraging Glassdoor, the company has been able to highlight its commitment to DEI with internal DEI initiatives and show its commitment to pay transparency in job postings and on its profile.
Challenges
Trupanion is headquartered in Seattle, but its hybrid workforce now spans across the globe, often making it challenging to showcase the depth of its employer brand to prospective employees. Throughout the interview process, candidates are often curious about what Trupanion is doing from a DEI perspective.
The company has been able to use its Glassdoor profile as a means to answer those frequently asked questions to help convert potential candidates into applicants.
Solutions
Trupanion started by creating an employee DEI committee to lead the push internally, building a diverse team of employees from across the organization to truly walk the talk with DEI. As the company looked for more external ways to emphasize commitment to DEI, Trupanion looked to Glassdoor, using the DEI features on the Glassdoor profile.
As part of its efforts, the team populated the Belonging tab of the “Why Work with Us” section to magnify the company-wide efforts and took advantage of the DEI “Programs and Initiatives” prompt to highlight key programs in place. In addition, Trupanion tapped into Glassdoor to set salary expectations with candidates by publishing salaries for all roles, regardless of location.
Results
Glassdoor’s Employer Branding Hub has helped Trupanion visually magnify its commitment to DEI and showcase its employer brand. In addition, leveraging candidate data from Glassdoor has allowed the company to provide leadership with key candidate demographics.
*Following the company’s DEI Glassdoor profile updates, Trupanion experienced:
- 14% increase in applicants from underrepresented groups
- 16% more female applicants
To learn more about Glassdoor’s Employer Branding Hub, or to share your success story, reach out to our account team.
“A lot of it is kind of the ‘put your money where your mouth is’ as the company saying. Saying that you value DEI as a company, being able to also speak to that and speak about it publicly is really important. And I know personally as a recruiter talking to a lot of candidates, that’s something that comes up…”
“Just being able to have that [DEI section] as part of the company story specifically called out…it was a really easy win when working with our DEI program manager.”
